Research on Advertisement Translation from the Dual Perspective of Teleology & Reception Aesthetics

DOI

10.2991/ermm-15.2015.78How to use a DOI?

Keywords

advertisement, teleology, reception aesthetic

Abstract

A successful advertisement translation requires the translator to deal with what the advertisements focus on and try to reduce the cultural discrepancy. Moreover, the translators are demanded that they not only focus on the original text, but also pay attention to the cultural significance of the original content and the connotative meaning of the advertisement, which enables readers to accept it easier and more importantly achieves the purpose of promotion. In this paper, advertisement translation will be illustrated from the dual perspective of teleology & reception aesthetics, and will mainly focus on the strategies and methods.

Copyright

© 2015, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Changhong Zhai
PY  - 2015/04
DA  - 2015/04
TI  - Research on Advertisement Translation from the Dual Perspective of Teleology & Reception Aesthetics
BT  - Proceedings of the 2015 International Conference on Education Reform and Modern Management
PB  - Atlantis Press
SP  - 294
EP  - 297
SN  - 2352-5398
UR  - https://doi.org/10.2991/ermm-15.2015.78
DO  - 10.2991/ermm-15.2015.78
ID  - Zhai2015/04
ER  -